Throughout the year, we've empowered brands to achieve diverse marketing objectives, be it enhancing brand awareness, boosting engagement rates, or fostering community building.
While each campaign showcased its unique flair, we dedicated meticulous research, influencer scouting, and creative matchmaking to align with our client's specific requirements and campaign objectives.
As the year concludes, we're excited to share our Top 5 iconic Partipost campaigns. These stand out for their uniqueness, relevance, and exceptional performance in surpassing campaign KPIs.
It's a moment for us to reflect on the efforts invested and anticipation for the opportunities that lie ahead in the coming year.
1. ZALORA
ZALORA is Asia’s leading online fashion destination. They are the largest and fastest-growing fashion-focused e-commerce site in Southeast Asia. Founded in early 2012, they are now present in Singapore, Indonesia, Malaysia & Brunei, the Philippines, Hong Kong and Taiwan.
The objective:
To promote ZALORA's latest campaign which coincides with the Grand Prix Takeover.
The approach:
Three concurrent campaigns were executed across various social media platforms to maximise reach and engagement.
Although our client was ZALORA, this campaign helped to capture two groups of audiences–those that were fashion enthusiasts and those interested in F1 racing.
As part of the trio of campaigns, a micro-influencer-focused initiative stood out. The influencers were carefully selected and tasked with reposting ZALORA content alongside F1 race commentary in an Instagram Reel Remix, expressing their excitement through a meme-like reaction.
For their Reel Remix, influencers were required to choose one out of five dedicated captions and hashtags. For example, "Can’t stop thinking about how @zalora absolutely hijacked the race today! #sp #ZALORARace #SingaporeRace #AsiasFashionExpert #partipost."
Why was this campaign iconic?
This strategic combination showcases the ripple effect of a brand takeover over multiple platforms which not only amplified the campaign's impact but also extended its reach across diverse audience segments, marking it as a standout success. Additionally, the campaign capitalised on a popular ongoing event, contributing to heightened brand awareness and increased engagement rates.
2. SG Enable
SG Enable, the focal agency for disability and inclusion in Singapore, enables persons with disabilities to live, learn, work and play in an inclusive society. They aim to create equitable opportunities for persons with disabilities through thought leadership, sustainable social innovation and impactful partnership.
The objective:
To raise awareness about SG Enable and to promote its anthem dedicated to inclusivity, ‘Our Song’ in Singapore.
The approach:
The client wanted interested macro-influencers who can play musical instruments and sing to participate in this campaign.
They could choose two angles to feature their videos on both Instagram and TikTok, either record themselves doing:
- A full acoustic/singing cover
- A popcorn karaoke-style cover
In their caption, they can choose to:
- Share their thoughts on the song's significance and aspirations for a more inclusive Singapore for persons with disabilities.
- Share personal stories involving individuals with disabilities, express them, and envision a more inclusive Singapore.
- Delve into the story behind 'Our Story,' a powerful anthem of inclusion that serves as a rallying call to build an inclusive Singapore, celebrating a decade of efforts by SG Enable and its partners.
Why was this campaign iconic?
This campaign was considered iconic because it featured a government agency leveraging the benefits of influencer marketing to promote its initiatives and a tune to bring together Singaporeans for worthy awareness. By having macro-influencers to share about it with a targeted audience, the song was a big hit that provided a sense of togetherness and inclusivity.
3. FairPrice
FairPrice is Singapore's trusted grocery retailer which offers a wide range of products with prices matched online and in stores.
The objective:
Promote FairPrice's newly released 'Indonesian Style Sambal Balado' and 'Hot Chilli Pepper & Lime' potato chips.
The approach:
Interested influencers had to first buy the newly released potato chip flavours from a physical store outlet.
They then had to create an Instagram Reel showcasing first impressions or a short review of the product.
They were given ideas such as:
- ASMR-inspired unboxing videos
- Mukbang or taste testing
- A blind taste test of the flavours
In the video, they must include voice-overs or text overlay highlighting:
- A review of what they liked about the product
- Where they can purchase the product
- Keywords such as, 'exquisitely crafted flavours'
- The ingredients used in the product
Why was this campaign iconic?
The campaign aimed for an ambitious target of 100 Instagram Reels featuring nano-influencers. Surpassing expectations, it not only achieved the set KPI but also garnered over 300 interests and reached an impressive 1,190,000 audience across all the Reels.
4. Advocado
Advocado is the trusted customer loyalty program for F&B and retail in Singapore, used by over 900+ outlets throughout Singapore.
The objective:
Raise awareness of the app and its merchant deals.
The approach:
The influencers were tasked to share both the food voucher poster and Advocado link with 5 friends via WhatsApp or Telegram.
They can send them either through a group chat with minimally 6 participants (including themselves) or send them out to 5 contacts individually.
In their message, they must personalise the content and include the following:
- Share the following steps with your friends on how to redeem the food vouchers.
- Select one food promotion from the list of F&B outlets below and the instructions in their respective links.
Why was this campaign iconic?
How often do you come across a marketing campaign conducted through WhatsApp or Telegram? This distinctive campaign leveraged telecommunications apps to boost awareness. The simplicity of sharing content via messages, along with all relevant links, streamlined the process for influencers and amplified brand visibility, which in return, accumulated over 350 participating influencers.
5. JINRO
Since Jinro Soju was established in 1924, it has consistently been hailed as the #1 brand of soju. Over the past 20 years, it has also maintained its position as the best-selling spirit brand in the world.
The objective:
Raise awareness about the brand and make it a fun social media game.
The approach:
This year-long campaign was focused on building brand loyalty and awareness amongst consumers who love soju.
The influencers were tasked to create an Instagram Post featuring a fun and creative way of interacting with the JINRO Toad.
The instructions given were:
- A selfie with the JINRO Toad e.g. hugging the toad or pairing your outfit to match with the toad
- BeReal style of selfing method to showcase JINRO Toad
- A 0.5x selfie
The caption should express your excitement of hunting the JINRO Toad, including the location, keywords such as ‘cute’, ‘found it’ or ‘hunt’ and mentioning ‘Korea’s No. 1 Soju, Jinro.’
Why was this campaign iconic?
The year-long campaign set numerous high KPIs, demanding creative strategies to engage influencers effectively. By December 2023, the campaign enlisted over 400 influencers, averaging 33 participants monthly. This cumulative marketing approach fosters enduring brand awareness and loyalty over time.
The takeaway
Having collaborated on a multitude of campaigns with brands spanning various sizes and industries, we've accumulated extensive experience in crafting impactful marketing strategies.
While these highlighted campaigns showcase our capabilities, they represent just a fraction of the thousands of successful projects we've undertaken over the years.
If you're ready to explore influencer marketing and achieve your marketing goals, don't hesitate to reach out and start now!